Did beer make the summer better? Probably.
If you found yourself feeling distinctly Danish during a festival this year, then it definitely did. Thanks to stunning line ups featuring the best live acts on the planet, the festival season of 2019 was set to be spectacular long before the first tent was even pitched. But to celebrate our new Danish Pilsner, that’s been completely rebrewed from head to hop, we at Carlsberg wanted to make your summer of festivals even better too. So we brought a Scandi flavour to Download, Latitude and Reading Festival in our Carlsberg Danish Quarter and made sure your festival really did live up to its promise. Just like our better beer.
We started with the things that really matter. Plenty of seating for welly-weary legs. Ample phone charging points. A long bar with no queues so you could easily grab a pint between bands. And so you could sample our new perfectly balanced Danish Pilsner exactly as we intend it to be enjoyed: cold and surrounded by friends.
Lucky Latitude and Download revellers could even discover the secrets of the brew with our Carlsberg Brew Lab, a daily workshop led by Carlsberg Brew Master Thomas Poilly. He took 30 beer buffs through the brewing process at each session, revealing the secrets behind our crisper, fuller flavour. And of course, sampling the beer along the way. Because some things are worth sharing.
And of course, the beat went on… Though the three festivals boasted world-conquering acts including The 1975, Snow Patrol, Foo Fighters, Slipknot and Underworld, The Danish Quarter was the ultimate place to spot future headliners in the making. Our very own stage hosted exclusive intimate sets from some of the best new acts around, so you could see them first. With a cold Carlsberg in hand.
At Download, our packed musical schedule included Black Country rockers Wolf Jaw, anthemic South Wales five piece Those Damn Crows and Sydney’s rap rock electro pop mutants RedHook. They were joined by brilliantly fiery Sumo Cyco, New Jersey heroes Palisades and Kerrang! broadcaster Alex Baker on the decks. On Sunday, we wrapped up with Manchester’s Kim Jennett, riff-laden Aaron Buchanan & The Cult Classics and fast-rising Glasgow quartet Lost in Stereo.
Over at Latitude, soulful singer-songwriter Hana Brooks marked her first ever festival with a performance in the Danish Quarter while performances were also rapturously received from striking indie sensation Honeyblood and folk superstar in the making Billy Lockett.
We ended our extraordinary Scandi summer over at Reading Festival where Danish Quarter appearances came from dreamy indie darlings Wild Front, soulful Brightonian Iyamah and South Londoner Abisha and her coolly restrained alt-R&B.
Good times. Great music. Fantastic beer. Same time next year then?